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Transcript of Recap 1 What is Communication? How do we Communicate? What is a Skill? Language Skills Types of...
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Recap
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• What is Communication?• How do we Communicate?• What is a Skill?• Language Skills• Types of Communication• Styles of Communication• The Communication Cycle• Communication in Workplace
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Theories of Communication
Week 1
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Phoneme
Morpheme
Word
Phrase, Clause
Sentence
Paragraph
Text
Syntax= Semantics
Combination of two or more phonemes= prefixes, suffixes
Phone=Sound
Discourse/Dialogue
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Definition of Theory
• Theory is any attempt to explain or represent a phenomenon
• It helps to answer the “how” and “why” questions about communication
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Characteristics of Theory
• Theory is an abstraction
• Theory is a construction
• As Robert Cox said
• “Theory is always for someone and for some purpose” (Cox, 1981: 128)
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Goals of Theory
• Explanation• Understanding• Prediction• Social change
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The TWO STEP FLOW theory
• The two step flow theory was first introduced by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet in the People’s Choice,
• A 1948 study focused on the process of decision-making during Presidential election campaign
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The TWO STEP FLOW theory
• This theory argued that:
Ideas often flow from the mass media to the opinion leaders and from them
to the less active sections of the population
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The CONCENTRIC CIRCLE theory
2. The concentric–circle theory:
• Theory developed by Elmo Roper
• Elmo Roper: (1900-1971) was a pioneer in the fields of market research and public opinion
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The CONCENTRIC CIRCLE theory
The concentric–circle theory stated that ideas evolve gradually to:
– The public at large moving in concentric circles from
– great thinkers to – great disciples to – great disseminators to – lesser disseminators to – the active audience to – the inert
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Source: www.csus.eduSource: www.csus.edu
IDEA
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The DIFFUSION OF THE INTERNET
3. The Diffusion of the Internet:
• The Internet as a communications tool has exceeded cultures, boundaries and geographies
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4. CONVERGENCE theory
4. Convergence theory:
• This digital convergence theory emphasized the new reality of convergence of new technologies
• This means that these technologies integrate all digital media types, including video, data, voice in one medium (the MOBILE)
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5. SPIRAL OF SILENCE theory
5. Spiral of silence theory:
• Is an innovative theory of public opinion developed by Elisabeth-Noelle-Neumann
• She argued that people tend to remain silent when they feel that their views are in the minority
• The so-called silent majority fears becoming isolated
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Why mapping communication thoeries?
Why mapping communication thoeries?
• Public relations professionals should have an idea about these theories,
• because it represents the conceptual foundation which
helps them understand the foundations of a successful public relation strategy
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Goals of communication
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Goals of communication
• In public relations, communication should undergo a process of planning, management and reflection
• In public relations every act of communication has a goal, an objective or a purpose
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Four Typical Communication Goals
There are four typical communication goals:
• Informing
• Persuading
• Motivating
• Building mutual understanding
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Four Typical Communication Goals
Informing:
• The communication goal of public relations is to inform a particular public
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Four Typical Communication Goals
Persuading:
• A regular goal of public relations communication is to persuade people to take actions
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Four Typical Communication Goals
Motivating:
• Motivation of employees to “pull for the team” is a regular organizational communications goal
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Four Typical Communication Goals
Building mutual understanding:
• Public relations communicators often seek to attain mutual understanding between opponents in a group, community or society at large
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The Publics of Public Relations
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The Publics of Public Relations
Public relations people must communicate with many different publics
• each having its own special needs and requiring different types of communication
• The lines that divide these publics are thin, and
• the overlapping potential is significant
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The Publics of Public Relations
• Publics can be classified into several overlapping categories:– Internal and external:
Internal publics are inside the organization:
• clerks• supervisors• managers• stockholders• and the board of directors
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The Publics of Public Relations
External publics are those not directly connected with the organization:
• The press
• Government
• Educators
• Customers
• Suppliers
• The community
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The Functions of Public Relations
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The Functions of PRs
Writing: a fundamental public relations skill
• News releases• Speeches• Brochures
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The Functions of PRs
Researching:
• Beliefs • Values• Attitudes
that influence behavior
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The Functions of PRs
Marketing communication:
• other marketing-related functions, such as
• Creating brochures• Sales literature• Promotions
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The Functions of PRs
Community relations:
• positively putting forth the organization’s
– Messages– Images
within the community
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The Functions of PRs
Consumer relations:
• interfacing with consumers through
– Written– Verbal
communications
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SUMMARY
• Theories of Communication– Two step Flow Theory– Concentric Circle– Convergence theory– Spiral of Silence Theory
• The goals of communication• the function of RPS’S
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• http://www.powershow.com/view/20443-YjhjN/3_Theories_of_Communication_powerpoint_ppt_presentation
• Based on a research and Seitel’s The Practice of Public Relations by Dr. Mohammed Ibahrine
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